SOCIAL MEDIA MARKETING

TLMXJ1A

DAY, MIN-YUH

A.
B.
C.
D.
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F.
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APP

This course introduces the fundamental concepts and research issues of

social media marketing. Topics include Business Models of Social Media,
Customer Value and Branding, Consumer Psychology and Behavior on Social
Media, The Dragonfly Effect of Social Media Marketing, Marketing
Communications Research, Social Media Strategy, Social Media Marketing
Plan, Mobile Apps Marketing, Social Media Metrics, Big Data Analytics of
Social Media, and Case Study on Social Media Marketing.

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()(Cognitive C)C1 C2 C3 C4
C5 C6
()(Psychomotor P)P1 P2 P3
P4 P5 P6
()(Affective A)A1 A2 A3 A4
A5 A6
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CPA
()1~6(
C3C5C6C6)
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()()
(()AADBEF)

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1 Students will be able to

understand and apply the

fundamental concepts and
research issues of social
media marketing.
2 Students will be able to

conduct information systems

research in the context of
social media marketing.

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P6

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P6

ABCDEFGH

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(Subject/Topics)
(Course Orientation of Social
Media Marketing)
(Business Models of Social Media)
(Customer Value and Branding)
(Consumer Psychology
and Behavior on Social Media)
(The Dragonfly Effect of
Social Media Marketing)
I (Case Study on Social Media
Marketing I)
(Off-campus study)
(Marketing Communications Research)
(Social Media Strategy)
(Midterm Presentation)
(Social Media Marketing Plan)
APP (Mobile Apps Marketing)

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103/05/12
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103/06/01
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103/06/15
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103/06/22

TLMXJ1M2144 0A

(Social Media Metrics)

II (Case Study on Social
Media Marketing II)
(Big Data Analytics of Social
Media)
(Dragon Boat Festival)(Day off)
I (Term Project Presentation I)
II (Term Project Presentation II)
(Time and Place)
(Social Media Marketing) (Spring 2014)
(MIS EMBA) (3 Credits, Elective) (M2144)
(1022) () (3) (2014.02-2014.06)
( Mon, 12,13,14, 19:20-22:10) (D504)

(Slides)
(Cases and Papers related to Social Media
Marketing Management)
Social Media Marketing: The Next Generation of Business Engagement, Dave
Evans, Susan Bratton, Jake McKee, Sybex, 2010
Social Media Marketing: Strategies for Engaging in Facebook, Twitter &
Other Social Media, Liana Evans, Que, 2010.
The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social
Media to Drive Social Change, Jennifer Aaker, Andy Smith, Dan Ariely and
Chip Heath, Jossey-Bass, 2010.
Marketing Communications: Integrating Offline and Online with Social Media,
P. R. Smith and Ze Zook, Kogan Page, 2011
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30.0 %
40.0

30.0

http://info.ais.tku.edu.tw/csp
http://www.acad.tku.edu.tw/CS/main.php

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